Genesis

Hyundai and Genesis are aiming to halve product design cycles, slashing the time it would take them to roll out full model changes. It's a bid to respond quickly to changing trends and keep products fresh amid toughening competition.

It was the day before the 2015 NFL draft in Chicago, and preparations were nearly complete for the announcement of a monster marketing deal: Hyundai's massive sponsorship of America's most popular sports league. Then a call came from South Korea.

With its global debut just a few months away, Genesis' first-ever G70 is coming into focus. Spy photographers captured a pair of the new luxury sport sedans undergoing hot-weather testing, alongside a pair of BMW 3-series models for benchmarking.